DenMat is one of the pioneers of the aesthetic dentistry field. In the 1990s, its Rembrandt brand (which was sold to Gillette in 2004) was one of the first at-home teeth-whitening products. The company stayed at the forefront of aesthetics by developing minimally invasive but completely transformational veneers including its Snap-On Smile brand. To bring similar levels of innovation to its own operations, it became a customer company.
DenMat started using Salesforce when it expanded a 30-year-old AS400 ERP green screen system that was older than many of its employees. Processes were paper-intensive, making it hard—if not impossible—to track customer interactions and orders, and as a result many employees grew frustrated and left the company. By moving to the cloud, DenMat eliminated paper and achieved new levels of efficiency. According to Jonathan Green, Vice President of IT, “One of the best things about rolling out Salesforce was that we slashed the employee turnover rate to just 7 percent.”
With Salesforce’s customer profiles, all of DenMat’s employees—including inside sales, outside sales, marketing, manufacturing, IT, and accounting—can now access customer data in real time, eliminating paper delays and Excel spreadsheets.
A private social network based on Chatter lets everyone instantly see when customer information is updated and encourages collaboration on everything from closing new deals to solving customer issues to developing new products. “With Chatter, we can all work together as a team and communicate and collaborate together—it doesn't matter where we are. It’s completely changed our dynamic,” says Green.
Today, DenMat is working more closely with its customers than ever before. Dentists can log into a custom portal, built on Salesforce Platform, to place new orders, track the status of existing ones, and provide feedback during production. Photos of dental veneers are posted from the manufacturing floor so dentists can comment on the aesthetics and ensure that their patients’ needs are met. “With Chatter, our dentist customers can connect directly with our employees during production,” says Green. “By opening a gateway to our customers, we can take the guesswork out of development and make the best possible products for consumers.”